COVER STORY
Strategic Dimensions Behind the Apple iPad
-- Gopal Saxena
The Apple iPad was launched on April 3rd this year. It is described by many as the product launch of the decade. This article takes a detailed look at the strategic and product development dimensions pertaining to this unique innovation. It also unfolds a logical argument through systematic analysis based on strategic management concepts, that leadership rather than industry, company or strategic move, should be the unit of analysis for gauging future profitability.
© 2010 IUP. All Rights Reserved.
RURAL MARKETING
Marketing of Services in Rural India: A Fortune Yet to be Discovered
-- Deepak Khullar
This article explores the current scenario with regard to four important services in rural India, namely telecom, insurance, banking and postal services. For many years, these services were provided almost exclusively by the government, with a social objective. Even to this day, basic postal services are the monopoly of the government. The private entrants into telecom, banking and insurance services are required to meet certain obligations towards catering to rural areas. But they are lagging behind, as the rural market is not as attractive as the urban market at present. However, things could change with urban markets getting saturated and rural markets becoming more viable.
© 2010 IUP. All Rights Reserved.
SERVICES MARKETING
Marketing of Banking Services
-- Usha Arora and Monica Bansal
The competition may be intense, yet there is room for everyone. Even today, after nearly 63 years of independence, about half the Indian population does not have access to banks. And with rising income levels, the growth potential for banking services is immense. However, in the face of increasing competition, the survival and growth of a bank largely depends on its overall efficiency. Naturally, technological and managerial developments that have impacted the marketing of banking services have to be duly considered and adopted.
© 2010 IUP. All Rights Reserved.
LIFESTYLE MARKETING
Sports Lifestyle Products: Emergence of a New Category
-- Swati Singh
The Indian subcontinent has become the most desirable destination that no international marketer can afford to ignore. However, the diversity and uniqueness of the market makes it a tough nut to crack. In an environment characterized by intense competition, the early detection of emerging trends has become critical for survival. Sportswear manufacturers are realigning their strategies, taking advantage of the largest youth population in the world and increased brand consciousness. This article looks at the strategies adopted by major sportswear brands and the trends contributing to their changed outlook.
© 2010 IUP. All Rights Reserved.
BRAND MANAGEMENT
Brand Positioning: Prerequisite for Success in the Indian Market
-- Sartaj Khera
Positioning of brands in the minds of consumers is becoming an important determinant of market success. Does the consumer recognize and recall your brand? Has the brand been positioned in the right way in the minds of the consumers? Is it seen as synonymous with its product category? These are some questions which need to be answered by all marketers who wish to make a mark with their brands.
© 2010 IUP. All Rights Reserved.
TECHNOLOGY IN MARKETING
Google Goggles: A Revolution in Visual Search Technology
-- Shweta Bhardwaj
Technological revolution in telecommunications and the Internet have led to dramatic changes in the way services can be provided to consumers and businesses. This article discusses Google Goggles _ the new visual search technology introduced by Google, which enables searching based on visuals, using mobile phones having cameras and Internet browsers. It also brings to light how this technology can be a potential tool for businesses to reach out to their prospective customers.
© 2010 IUP. All Rights Reserved.
TECHNOLOGY IN MARKETING
Technology Trends: Database Marketing
-- G Vani, M Ganesh Babu and N Panchanatham
Database marketing plays an important role in the modern business world. As market changes accelerate and the cost of technology declines, more industries and companies are adopting database marketing. Database marketing helps to effectively use data about consumers to sell one's products and also maintain continuous relationship with them. Many marketers outsource the collection of consumer data and also carry out data marketing activities. Several service providers have emerged to meet this requirement.
© 2010 IUP. All Rights Reserved.
INDUSTRY FOCUS
Indian Automobile Industry: Zooming into the Limelight
-- Jacob Chandy
The Indian automobile industry is the ninth largest industry in the world and is growing at a very fast pace. Many international players have entered India, both to cater to the domestic market and also to use India as a manufacturing hub to meet the demand in other countries. This article adopts a positive outlook and takes the view that the Indian automobile industry is headed for very bright days in the years ahead.
© 2010 IUP. All Rights Reserved.
Global
Executive Summaries |
|
|
